Analysis of Obstacles in Marketing of Small and Medium-sized New Energy Enterprises Based on Fuzzy-DEMATEL Model
DOI:
https://doi.org/10.54097/hset.v22i.3295Keywords:
New energy enterprises, Marketing obstacles, Fuzzy, DEMATEL, Factor analysis.Abstract
With the vigorous development of technological revolution and industrial transformation, new energy enterprises have undergone historic changes. In order to speed up the transformation of small and medium-sized new energy enterprises and improve their market competitiveness, this paper studies the marketing obstacles of small and medium-sized new energy enterprises. Through literature review and investigation, this paper determines 22 indicators that affect the marketing of China's new energy enterprises, constructs the method of Fuzzy-DEMATEL (Fuzzy Decision Laboratory Analysis), reduces the defects of subjective scoring through Fuzzy method, and calculates the relationship between the influencing factors in the index system based on DEMATEL. The results show that the key factors hindering the marketing of new energy enterprises are the irrationality of making relevant decisions, the lack of a complete system of marketing management, the lack of awareness of marketing management, and the imperfect marketing system.
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